Understanding Tourism Online Consumer Behavior and eWOM Strategies for Sustainable Business Management

Abstract

Electronic Word of Mouth (eWOM) has been widely used by the majority of consumers in different digital platforms. This exploratory study was conducted with the aim to get further insights about online consumer behavior through social networking sites and online reviews sites in order to help tourism businesses develop sustainable eWOM strategies. In order to carry out this objective, an exploratory study has been developed to analyze the existing literature of eWOM strategies and online consumer behavior. The systematic literature review analysis establishes two main topics: (i) tourism (ii) eWOM. The scientific database of Web of Science has been used to collect relevant literature of the subject matter. The search term “Tourism” and “eWOM” were applied. The database of Web of Science produced a total of 124 articles and with the different filters applied during the PRISMA 2009 Flow diagram the process resulted in a selection of 13 studies. The results of the research will provide a broader knowledge for scholars of social sciences and businesses for adopting sustainable strategies of the increasing influence of eWOM in tourism.